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  "documentTitle": "AgFunder Alternative Protein White Paper flat and small",
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  "notes": "References Bennett's Law as a driver for increased animal-derived product consumption.",
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      "text": "Global income segment population growth 2018 vs 2030",
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      "text": "Figure 1. September 2018 marked a tipping point where half of the world's population could be considered middle class or higher. By 2030 this number is expected to grow to two thirds of the population. Source: Data from the Brookings Institute.",
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      "text": "The world's population is exiting poverty and we've recently reached a tipping point where more than half of it is now considered middle class or wealthier with a majority living in urban areas. By 2030, it is estimated that this number will increase to two-thirds (Figure 1).",
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      "text": "Bennett's Trap: Not only does our agricultural system need to contend with population growth and an increase in caloric consumption but, according to Bennett's Law, as incomes rise, individuals are moving toward more energy-dense diets that include more animal-derived products.",
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      "text": "The global demand for animal products continues to grow quickly as a consequence of population growth and an emerging middle class. However, evidence continues to mount that conventional animal agriculture is reaching its capacity to provide these products in a humane and sustainable way.",
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      "text": "1.1. The global demand for animal products is pushing our agricultural strategies to their limits",
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      "text": "1. Areas of Opportunity for Alternative Protein Investments",
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